Objective: To generate referrals to an adolescent substance abuse program.
Strategy and Execution: The target
audience - 1,000 juvenile court judges, school guidance counselors,
teachers and clergy in the states of Florida, Georgia, Alabama and
South Carolina - was told by mail the LIFE program had come under
the direction of the hospital. The theme, "A Kid On Drugs Can Sink
The Entire Family" was used, along with graphics featuring a family
photograph "sinking" into a turbulent sea. To encourage recipients
to call the LIFELINE with concerns about any youth they were working
with, the mailer included a life ring clock, a rolodex card and
business reply card. The direct mail/specialty advertising campaign
was supported with a variety of media including outdoor, radio,
newspaper and trade journal advertisements.
Results: The advertiser
reported 300 requested more information, and 10 admissions to the
LIFE program could be attributed to the
campaign.
